In various embodiments, the systems, methods and computer-readable mediums (collectively “system”) discussed herein may be configured to enable a single mobile application to receive dynamically customized content. The criteria and/or preferences that influence the dynamically customized content may be defined by a user and/or may be automatically detected by a user device. The criteria and/or preferences may be associated with the mobile application and/or a mobile device operating the mobile application. The criteria and/or preferences may be provided as part of a request for content to a content distribution system.